Men's fashion calls for routine optimization and minimalism, says CEO of INSIDER
Clothing brand INSIDER released data revealing the growth of consumption in men's categories. The main indication is the search for clothes beyond the essentials.
Brand mapping reveals, for example, that consumption of the Core T-shirt model grew 52%, and the male base has a high recurrence rate.
According to the CEO and co-founder of INSIDER, Yuri Gricheno, the man did not reject clothes, he rejected part of the proposal that the market traditionally made for him.
"For a long time, the Brazilian market operated under the perception that men had little interest in getting involved with what they wear. INSIDER bet on a different direction, and the numbers validated this strategy: the men's categories grew more than 40% year over year, the Core T-shirt grew 52%, and the men's base has a high recurrence rate", explains Gricheno.
The CEO explains that when you deliver a product that solves real everyday needs, and not just an aesthetic proposal, people not only buy it, but also expand their journey within the brand.
In addition, what defines market trends is also the scenario regarding the context of the time.
"Contemporary man tends to value objective proposals, clearly understanding what the product delivers for his routine. When the proposal is clear, fabric that regulates temperature, dries quickly and helps control odors, adherence happens. It is an audience that values concrete attributes, and smartwear speaks directly to this logic", says Gricheno.
He also points out that the hybrid routine and digital maturity interfere with the way consumption takes place. "Man needs to move between meetings, gym, dinner and travel with minimal friction. This has created a real need for pieces capable of functioning in multiple contexts, says the CEO.
As a result, consumers research more before making a purchase. "He compares options, reads reviews and searches for information before purchasing. The decision is usually more based on conviction and user experience. Therefore, we observe high recurrence rates: when the product delivers value in everyday life, it becomes part of the consumer's routine."
Access to functional information has also changed the way contemporary man consumes. "In 2026, this man is part of a culture that values efficiency and practicality. When mentality comes to clothing, the analysis goes beyond aesthetics", explains Yuri Gricheno.
According to him, new habits and the normalization of male appearance care have brought opportunities for brands like INSIDER, which position themselves around technology and functionality.
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Source: CNN